Men are from Mars, Women are from Venus. For Vietnamese men, marriage is more than just about feeling. It is a vow and a commitment to cherish and protect the woman of their life. It is a deep sense of responsibility that guides the men’s actions and decisions when it comes to marriage. They want to offer the woman of their life security, comfort and happiness. That's why they value material and financial aspects - things they consider "grand" and realistic. Therefore, for men, the act of proposing is deemed as cumbersome and frivolous formality. On the other hand, women are often more sentimentally inclined. True love, for them, requires sincerity and understanding. What they expect is the assurance and the readiness of spirit and emotion. Therefore, proposing is a highly memorable and meaningful moment that carries immense value, making it the best start for a lasting marriage. Without a proposal, women may feel uncertain about the maturity of their love.By bringing the true values of marriage proposal to light, PNJ is set to bridge the gap in love languages between Vietnamese men and women. From the men's perspective, a genuine proposal represents a willingness to take responsibility, the courage to face life's challenges together, and a commitment to faithfulness in the relationship. For women, a firm ‘I Do' signifies confidence, loyalty, and dedication to their partner.

As PNJ is a brand that honors True Love, we believe in the sacredness of proposing, and strive to inspire men to give their women a truly meaningful start to their marriage while reminding women that they deserve a heartfelt proposal. Our SHOW-NOT-TELL approach ignites the motivation and desire to pop the proposal and receive the much-awaited answer. Our big idea – “Trao Nhau Khoảnh Khắc, Ghi Dấu Một Đời” [Give Us the Best Moment of Our Life], highlighted the power of a uniquely romantic gesture that men can offer their beloveds, leaving an unforgettable impression on both of their hearts.

Over the course of twenty days, we guided our audience through three stages with the goal of shifting their perception on marriage proposal, switching off men’s pragmatic mindset on proposal etiquette, capitalized on the true values of proposal to both men and women, and motivating men to take the proposing action.Phase 1 – LET THE FACT OUTPNJ surprised the public by bringing to light a shocking fact on the reality of marriage proposals in VietnamWe partnered with ZingNews - a popular ezine with a wide readership across generations - to conduct a public survey on the reality of marriage proposals in the country. The results were shocking - "90% of Vietnamese married women revealed that they were not proposed to." This finding quickly went viral on major social media platforms like Facebook and Tiktok, with influencers and communities joining the conversation, sharing their own experiences and points of view on marriage proposal. Acknowledged the difference in love languages between men and women, we launched a content hub on ZingNews to gather perspectives from both genders on this heated topic and to foster mutual empathy towards their experiences.Phase 2 – LET LOVE SHINEPNJ shared its perspective on marriage proposals, sparking a lively social conversation on the topic by captializing a hard truth that leaves people rethink on the true values of marriage proposal  Capitalized on the public interest in the shocking fact that  "90% of Vietnamese married women revealed that they were not proposed to" unveiled in phase 1, PNJ released a touching hero film called "Trao Nhau Khoảnh Khắc, Ghi Dấu Một Đời”. Setting in the future context of the year 2063, the film showcased three old couples reflecting on the best moment of their life, the one that left an unforgettable impression on their hearts – their marriage proposal moment. These three couples represent the few 10% of married couples in Vietnam that has fortunately given each other a highly memorable and meaningful moment that carries immense value throughout the years of their marriage. The remaining 90% of married couples in Vietnam is deemed to miss out the best moment of their life.The film became a sensation on Facebook and YouTube platforms not only due to its bespoke, simple, and heartfelt moments of marriage proposal, but also because the hard truth it carries.After the success of the film, a Facebook contest was launched to inspire and encourage unproposed lovebirds of all ages and social backgrounds, including influencers, to share their everlasting moments of love.Phase 3 – LET’S DO THE ASKINGA strong Call-Men-To-Action with strategic collaboration between PNJ and Influencers - Đức Phúc and British band 911PNJ left no stone unturned in its efforts to encourage men to propose. We knew a heart-melting track is guaranteed to set the perfect mood for the big moment. To deliver this last mission, Đức Phúc and the British boyband 911 were our strategic investments. Đức Phúc is both the "Prince of Valentine" with many love hits and a mega-influencer for young Millennials and Gen Z with over 1 million fans across all social channels, including facebook, Instagram, Tiktok, and Youtube. 911 exudes charm and sophistication that resonates with Generation Y. This is a double impact strategy crystallized into a romantic track called "I Do," which resonated deeply with audiences from all walks of life. The collaboration between these artists has become the embodiment of what true love means - bridging gaps, breaking down barriers, and creating something beautiful in the process.PNJ also covered the basics, such as competitive proposal jewelry deals and a successful mini show of Đức Phúc x 911 on V-day, in hopes to inspire more proposals and create beautiful love stories. The impact was so remarkable that our Valentine's Day campaign earned free media and was also featured on the national TV channel, VTV.  

PNJ’s BRAND PERFORMANCE:No. 1 and clearly dominating jewelry brand on social media(Source: KOMPA, ‘Top Trending Report February ‘23'): 75.5% SOVNo. 2 talked-about campaign on social media across all categories (Source: KOMPA, ‘Top Trending Report February ‘23'): 34,413 buzz  +22% vs LY search volume of ‘cầu hôn’/ ‘marriage proposal"Total social conversations generated (Source: “PNJ Social Brand Health Check – Kompa'): 44,047 conversations Total interactions cross-platforms (Source: Internal Data'): 50,397,555 interactions  Amazing Valentine Show inTop 9 Events of February ‘23 (Source: BSI, ‘Top 10 Events'): 4,071 conversations  Key assets views: - Hero Film:l 10M views /2 weeks (Facebook, Youtube & Tiktok combined )- MV ‘I Do" : 30M views on Youtube ‘I Do' Minishow Live: 3M views on YoutubePNJ'S COMMERCIAL PERFORMANCE  (Source: Internal Data, Feb ‘23')​​Vday sale pick up +300% (vs. regular day) Total sale pick up +110% (vs. targeted KPI) against gloomy economic backgroundV-Day sale volume pick up +200%(vs LY)  Engagement rings sale pick-up: +10% (vs. LY)Wedding rings sale pick-up: + 40% (vs LY)Wedding jewelry sale pickup: + 15% (vs LY)Local sale market impact exceed KPI:  Northern - Vday Event sale pick-up: +68% (vs. LY) at AEON Mall PNJ'S CAMPAIGN IMPACT ON PROPOSING BEHAVIORS Despite the fact that the campaign was tackling a deeply ingrained cultural issue, PNJ had found a sustainable platform and all of our efforts had resulted in tangible changes in behaviors